Cestou - An app designed to connect small farmers to consumers

Cestou is an app designed to connect small-scale producers directly to consumers, revolutionizing the way communities access fresh and locally sourced produce while promoting sustainable and equitable food systems.

The winning project of the 4th edition of Ioasys' Bootcamp, being recognized as the most relevant project.

Challenge

Create a digital solution that aligns with SDG* 2, focused on achieving Zero Hunger and promoting Sustainable Agriculture, by reducing food insecurity and poverty, promoting sustainable agricultural practices, and building more resilient and inclusive food systems that benefit small-scale farmers and vulnerable communities.

*SDG: Sustainable Development Goals

My role

Product Designer

Time period

Sep to Jan 2022

Project developed during the Product Design Ioasys Bootcamp, 4th edition.

Design process

The Design thinking process was employed as the user-centered methodology to guide the entire development of the project. The process was fully interconnected, seeking consistent and coherent approaches in each phase.

Discovery

Through Discovery, it was possible to gain a deep understanding of our users and the problem at hand. To achieve this, it was used a variety of frameworks, including CSD Matrix, Desk Research, Interviews, and How Might We.

CSD Matrix

How migh we

Research

During the research, I conducted interviews with both farmers and SGD specialists. These interviews provided us with a better understanding of the initial challenges and the specific problems that stakeholders are facing.

In total, 08 people were interviewed, and below are some interview insights gathered from participants:

3 Farmers
4 SGD specialists
1 NGO

After conducting interviews, all the gathered insights were organized into clusters to identify connections and relationships among them. Here are some key insights selected:

Personas
Problem statement

Marcia is a mother who needs an easy and reasonable way to incorporate nutritious food into her family's diet, avoiding the consumption of processed food, in order to contribute to promoting sustainable food systems through supporting local farmers.

José is a small-scale agroecological producer who needs to find a cost-effective way to sell his fruits and vegetables in the local community in order to support his family, as transportation costs are cutting into his profits.

Problem statement
Define
Project goals

Support small-scale farmers in effectively marketing their products to the local community, thereby increasing their income and promoting community development.

An app that connects small-scale and agroecological family producers directly to consumers through a simple and user-friendly platform. The app will allow users to subscribe to food baskets and make donations to institutions fighting hunger, promoting social welfare, and reducing food waste.

Solution
Benchmarking

We analyzed our competitors to improve our solutions for family farmers. By comparing existing market offerings, we identified strengths and weaknesses in the delivery and subscription of organic food and baskets through web and apps.

Findings
  • We didn't find similar services in local communities.

  • Some platforms have an indirect connection with NGOs.

  • WhatsApp is a common and effective tool to improve communication.

  • PIX is a cost-effective payment alternative available on some platforms.

User flow

The user flow of the app was carefully designed to cater to both farmers and final consumers. To achieve an optimal user experience, we prioritized the core functions that were essential for our MVP.

Wireframes

By collaborating closely with product managers and understanding the user flow with the team, I crafted medium-fidelity wireframes. These thoughtfully designed wireframes capture the app's key features, ensuring a seamless user experience that addresses the primary goals of the app prioritized for the MVP launch.

High Fidelity mockups
Farmers' view

From the farmer's perspective, they can select between different types of food baskets. Additionally, farmers can register a PIX key, which allows them to receive payment easily and quickly after completing a sale.

Customers' view

From a customer's perspective, they have the option to sign up for a plan that allows them to either receive or collect a basket of fresh products from local farmers. Customers can choose the frequency of deliveries and the quantity of each item in the basket.

Usability tests

During the usability tests, we evaluated the app's ease of use, navigation, and layout to determine how easy it is for farmers to register and provide food baskets, and for end consumers to use and find the information they need.

Findings
  • Users had no difficulty registering in the app.

  • More explicit instructions are needed for inserting the PIX key.

  • Confirmation of steps is important for understanding the process.

  • The donation flow and purpose were clear to most consumers.

  • The communication between consumers and farmers through Whatsapp needs to be more clear at the initial stages.

  • Farmers need detailed pricing information for each basket size they are providing.

Type of test

Consumers: Unmoderated usability study - Tool: Maze
Farmers: Moderated usability study - Remote meeting

Heat maps and conversion rate on Maze

Usability test Scripts

Lessons learned
  • The discovery process was critical in defining the project's objective, and interviewing people from diverse backgrounds gave us valuable insights.

  • One of our biggest challenges was deciding on the essential features to include in our MVP that would provide the greatest value to our users. To overcome this, we prioritized and evaluated crucial information to deliver a comprehensive flow.

  • Working in a cross-functional team was both fascinating and challenging. We needed to balance each team member's perspective with our ultimate goal of meeting the project's needs.

  • Conducting a post-MVP launch analysis helped us to identify areas that needed improvement and provided us with a roadmap for the project's future development.

Thank you for watching!